Networks Broadcasting Your Favorite Shows Online

Networks are finally capitalizing on the programming that makes their channel famous. Click here to read the article at Adage.com.

For years the networks have struggled to increase web traffic to their sites. What would propel you to go to NBC.com, or ABC.com? Maybe to read the bio about your favorite soap star? Possibly to check out the new fall schedule? Whatever the reason is today, the networks have given us little reason in the past. However the media landscape that is always changing is now giving the networks good reason to visit their site.

In my opinion, this is going to be one of the many components to online advertising that will stand the length of time. While my feeling on banner ads is not as hot as pre-roll video and viral marketing sites, network content is the key to advertisers reaching their target market. With the growth of DVRs, it makes perfect sense for content to shift online. iTunes has already exhibited this model without the advertisers, but with advertisers the cost is paid for and the user gets the chance to enjoy content they might have missed on television.

While the viewers are shifting online though the chance is that over time more eyes will shift away from television. If I know I can catch my favorite program a few days later online, then why would I continue to pay the high cost of a TiVo subscription? Agencies though are going to have to have low expecations while this shift happens. And while I don't see it happening for another 5-7 years, it still is another change in the media landscape that is potential.